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Founded in 1995, we have built our own approach to branding: Concepting. We believethat only brands stating a clear vision, or conveying a genuine, authentic mentality, will cut through: ‘be as you are’. Strong concept brands create real fans, can adapt to change and even venture into new categories.

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‘ALL THE WRONG PLACES’ premiers with global Facebook series launch.

14th November 2011, Amsterdam - BSUR, the Amsterdam-based creative agency, announces the Facebook world premiere of the first episode of MINI’s ‘ALL THE WRONG PLACES’, an exciting new five-part web series, created in conjunction with VICE.

This innovative series represents a first for both MINI and VICE, with Facebook fans competing to win the Co-Pilot seat for each mission and become an integral part of the action and the films.

The first mission, set in Japan, follows the host of ‘ALL THE WRONG PLACES’, Elliott Bambrough, on a voyage of discovery into the world of Dekotora. To the uninitiated, Dekotora is an extreme version of truck-pimping. Drivers are known to spend millions of yen, and years of painstaking effort, to remake their trucks into one-of-a-kind artworks on wheels, along with deafening air horns.

The first episode’s Co-Pilot, Maggie Stoody, who won the coveted spot in the MINI passenger seat through the initial Facebook campaign, joins Elliott Bambrough as they immerse themselves in this weird and wonderful world. Their mission is to enter into the Dekotora domain, meet some of its artists and see what this trend uncovers about Japanese subcultures and individualism as a whole.

Following on from the first episode of ‘ALL THE WRONG PLACES’, MINI will go in search of other adventurous cultural traditions in Peru, South Africa and Sweden, with the last episode in Jamaica.

The five documentary-style films will be featured on MINI’s Facebook page (http://www.facebook.com/MINI) with a new ‘ALL THE WRONG PLACES’ film uploaded every three weeks.

BSUR’s Digital Creative Director for MINI, Genevieve Hoey, says:“This web series brings the MINI ‘Another Day, Another Adventure’ campaign to life in a way that only MINI and BSUR could. Working with the like-minded team from VICE has helped unearth some amazing cultural adventures that need to be seen, to be believed. ‘ALL THE WRONG PLACES’ Co-Pilot's competition selects five fans, but ultimately the whole MINI Facebook community will be able come along for the adventure ride of a lifetime.”